Gleaning Marketing Intelligence from the Sales Force

Publication Type

Journal Article

Publication Date

1993

Abstract

An examination is conducted of the relationships between particular managerial practices and qualities of soft intelligence information provided by the sales forces of firms responding to a mail survey. The hypotheses explored were formulated from a review of the literature and anecdotal data. Among the findings are positive associations between managerial practices designed to improve the information provided by the salesforce - such as training, involvement in decision making, recognition, and performance evaluation - and various dimensions of the information gleaned from the salesforce. The use of the salesforce as a source of marketing information is recommended, and key managerial practices are identified that may be used to improve the flow of information from the salesforce to the organization's information system.

Discipline

Marketing

Research Areas

Marketing

Publication

Asia Pacific Journal of Marketing and Logistics

Volume

5

Issue

1

First Page

42

Last Page

62

ISSN

1355-5855

Identifier

10.1108/eb010246

Publisher

Emerald

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